Foremost of Mr. Prayudh’s many ‘first-in-Thailand’ projects was bringing Nescafé instant coffee from Switzerland to Thailand. He convinced Thais, who were staunch tea lovers then, to start drinking instant coffee and persuaded the farming community to take up the bean cultivation. His endeavour of introducing and nurturing coffee culture has earned him the sobriquets of ‘coffee king of Thailand' and ‘Mr. Nescafé'.
PM Group’s consumer products operations in Thailand include Krispy Kreme, Nescafé, Coffee Gallery, Pierre Hermé Paris and Japan’s most famous, original noodle soup - Kyushu Jangara Ramen and P80 Natural Essence.